OVERVIEW
Gary Selig Law Firm partnered with us at the beginning of 2019 due to a poor relationship with their last marketing agency and was looking for a fresh start. With no access to analytics, a poor performing website, and an under-utilized pay-per-click budget, they were ready for change. Initiatives included but weren’t limited to:
- Website Design
- Website Development
- Paid Search Advertising
- Onsite SEO
- Reporting
To start, we needed to develop a more modern website for Gary Selig Law Firm to use as a platform for all digital advertising efforts.
PAID SEARCH ADVERTISING
We developed a comprehensive paid search advertising strategy for Gary Selig Law Firm on both Google Ads and Bing Ads (now known as Microsoft Ads). Both platforms utilize search campaigns with no display advertising tactics. The results to-date are:
- 32,351 Impressions
- 571 Clicks
- 39 Form Submissions
- 40 Phone Calls
- $3,003.54 Total Spend
- $38.02 CPA (cost-per-acquisition)
ON-SITE SEO
On-site SEO (search engine optimization) is done by optimizing elements on your website to improve your potential rank in search engines. This could be through generalized content on your pages or even the HTML and overall structure of your website. This DOES NOT include link building initiatives or any external applications that don’t involve your website (that’s off-site SEO).
For every website sMaac Digital builds, we implement a website launch checklist that evaluates the health and potential visibility of your website to search engines. This includes but isn’t limited to:
- Title Tags
- Meta Descriptions
- Duplicate Content
- Robots.txt
- Website Speed
- Mobile Optimization
- Redirects
At the end of the launch checklist, we’ll submit your website to Google, Bing and Yahoo! to confirm that each search engine isn’t receiving any issues and to update the search engine results pages with your optimized website.
OBJECTIVE
Verdure Sciences partnered with us back in 2017 to help fulfill all of their previous and future marketing initiatives. These included but weren’t limited to:
- Website Design
- Website Development
- A/B Testing
- Inbound Marketing
- Onsite SEO
- Reporting
When we first met, Verdure Sciences had a handful of different brands spread across their own individual domain names. Our first initiative was to combine the secondary brands under a single umbrella brand (Verdure Sciences) and to give the website a complete modern overhaul.
INBOUND MARKETING
At the time, Verdure Sciences was using a CRM software that they didn’t like, was confusing for their staff to utilize properly, and just wasn’t a great fit for their company. There were duplicate records, mismanaged contacts, and no organizational structure to help them manage their relationships and become more profitable along the way. Being a HubSpot certified company, we recommended switching over to HubSpot’s marketing software and CRM. This gave Verdure Sciences the potential to:
- Marketing
- Send Email Campaigns
- Create Landing Pages
- Manage Social Media Accounts
- Manage Blog Content
- Develop Automated Workflows
- Sales
- Track User Engagement
- Implement Lead Scoring
- Manage Deals & Tasks
- Become More Organized
ON-SITE SEO
On-site SEO (search engine optimization) is done by optimizing elements on your website to improve your potential rank in search engines. This could be through generalized content on your pages or even the HTML and overall structure of your website. This DOES NOT include link building initiatives or any external applications that don’t involve your website (that’s off-site SEO).
For every website sMaac Digital builds, we implement a website launch checklist that evaluates the health and potential visibility of your website to search engines. This includes but isn’t limited to:
- Title Tags
- Meta Descriptions
- Duplicate Content
- Robots.txt
- Website Speed
- Mobile Optimization
- Redirects
At the end of the launch checklist, we’ll submit your website to Google, Bing and Yahoo! to confirm that each search engine isn’t receiving any issues and to update the search engine results pages with your optimized website.
A/B TESTING
A/B testing is the practice of testing two versions of a webpage against each other to determine which version performs better / converts more users. For Verdure Sciences, our current tests included a new secondary brand page design and optimized contact page.
- Results:
- There was a 72% improvement in average time on page against the control.
- There was a 23% improvement in bounce rate for the new secondary brand page against the control.
- Month over month, form submissions increased by 41.8% compared to last year’s m/m increase of 3.17%.
- Year over year, form submissions increased by 20%.
We are still tracking more long-term analytics for this test and will post results when we get them!